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11
Rules for Selling to a Skeptic
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by:
Vicky Therese
Davis, William R. Patterson, D. Marq
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Let's face it: the
greatest accomplishment for a member of the sales community is closing
a deal with a skeptic. Many who are proficient at this art agree that
it is far more gratifying to convince someone who initially felt your
product was not necessary that it indeed is, than to complete what the
industry terms an "easy sell." Lucky for us all, plenty of doubters
buy products and services everyday. Let us examine eleven of the
fundamental techniques used by those who succeed in persuading the
worst of cynics.
1. Know your product/service
Know it inside and out, backwards and forwards. You should know its
strengths, weaknesses, and any proprietary features. Also understand
the factors that influence its supply and demand. All of these will
strengthen your presentation and help the skeptic make a more informed
purchasing decision. There should be nothing that anyone can tell you
about what you solicit. You will definitely be asked questions, so be
prepared to demonstrate all aspects of your product/service in
response.
2. Know your prospect
Along with knowing your product comes knowing your prospect. Strive to
know all you can about your target demographic and potential clients.
Make sure you deal with the decision maker. You should know their
purchasing habits, what motivation determines their choice, and how
long a buying decision takes. You must understand how your product
fits into their overall purchasing strategy. When you know the buying
habits of your prospect, you can use it to develop a longer-term sales
plan—that means repeat business. Put yourself in the most favorable
position to get a "yes" by focusing on what most concerns your
prospect.
3. Believe in your own words
You will never be effective selling something you do not believe in,
particularly to someone who is already skeptical. Your lack of
enthusiasm will be an obvious as you attempt to convince your
potential buyer. When you emanate passion and confidence, you break
down the wall of doubt the cynic has built. To not be a pillar of
strength during your presentation is a sure-fire ticket to an abrupt
"no." If you are lucky enough to sell a product you do not believe in,
you still lose because you risk killing referral business and losing
the trust of your customer.
4. Be transparent
Too often, we give strong pitches with lots of hype and little
information. We will say, "If you want these benefits, buy my
product." This is done with the hope that a prospect's curiosity about
your bold claims will be enough to convince them to purchase. The idea
that if you divulge too much information, you could dissuade your
prospect is a far too common falsehood. Be prepared to give as much
information as needed to convince the potential buyer to make a
purchase. Transparency builds trust. Things people do not understand
will always be greeted with "no." The more information available when
making a purchasing decision, the more likely they are to say "yes."
Another benefit of being transparent is the more resources you divulge
free of charge, the more likely you are to generate interest in your
product/service.
5. Gain trust by associating yourself with things they respect
By offering endorsements and testimonials, especially from well-known
sources that your target market respects, you strike the chord of
"trust." Many a skeptic has purchased based on the recommendations of
individuals they respect. Secure associations along these lines and
look to align yourself with trusted agencies through strategic
partnerships. Major endorsements mean less resistance and lots of
sales.
6. Offer a free trial, incentive, bargain, or guarantee
The structure of your offer can play a key role in building trust and
enticing your prospect to buy. There are many variations of each, but
incentives and guarantees are great ways to gain your potential
buyer's confidence. Guarantees and free trails allow the skeptic to
try the product/service before determining if your offer is a good
fit. Incentives and discounts are also valuable tactics as they make
the cynic feel they are getting a value. People always love the
feeling of getting something for free and buying when it is a
low/no-risk transaction. By guaranteeing the quality of your
product/service, you disarm the skeptic and encourage them to buy. You
also communicate an important message that you are confident in what
you sell.
7. Compare and differentiate yourself from your competitors
Know the nature of your business. Is it commodity based, where the low
price bidder wins? Is the strength of your brand a factor? Is there
something unique about your offer? You must understand your
competitors and their advantages and disadvantages. Once you have both
the knowledge of your competitors and an understanding of the
skeptic's needs, you can choose the most effective marketing angle. We
offer such phrases as:
"The lowest cost"…you play to the desire for value
"The official"…you validate for authenticity
"The best"…you show superiority
"The only"…you offer exclusivity
If possible, demonstrate the differences that make your
product/service unique or superior.
8. Sell the relationship, not the product
Contrary to popular belief, the best salespeople not only close deals,
they foster relationships. Relationships are more valuable to both you
and the prospect than a one-time transaction. For the salesperson,
relationships bring repeat business and the ability to cross-market
your offerings; increased referrals because you gain access to the
prospect's network base, and the ability to charge a premium because
of the higher perceived value of your relationship. For the skeptic,
relationships help build trust. These bonds let them know they will
not be abandoned after the transaction is finished. Ultimately, they
are buying a relationship with you and your firm, not the
product/service, so approach selling that way.
9. Focus on benefits offered and value delivered
Self-interest is the skeptic's primary concern, so focus on how your
product/service solves their problem, fulfills their need, or
satisfies their desire. If your prospect is solely bottom-line
focused, your presentation should be centered on how your product or
service will make or save them money. If your product satisfies a
desire, focus on how it fills an emotional void. Emotional selling
differs from bottom-line selling because it focuses on feelings rather
than metrics. Remember to focus on the benefits that concern your
potential buyer; anything else will make a skeptic lose interest and
you lose the sale.
10. Isolate their objection
In life and business, two of the greatest challenges are making
intelligent decisions and properly following through on them. One of
your fundamental goals as a salesperson is to help people make
informed decisions. To do so, ask two types of questions: those to
better understand your potential buyer and his/her needs, and
questions designed to lead your prospect to buy. A series of
well-placed questions will allow you to isolate any objections. You
should brainstorm every possible reason a skeptic will not buy from
you and comprise an effective solution or rebuttal for each. Any other
question should be crafted in a way that allows for only one
reasonable answer, and that answer should compel your prospect to
agree with you.
11. Don't seem desperate!
Your emotional state will be apparent to a skeptic. Never appear as
though you "need" a sale. Everyone avoids a hard-pressed individual.
Often we are conditioned to give to and buy from those who do not need
our money. It is the same principle that makes us more likely give a
rich man fifty-cents to make phone call because he has no change, than
to a homeless man in need who makes the same request. Therefore, it is
imperative that you operate from a mindset of abundance. Understand
there is always a bigger sale out there, so you need not be pressed
for this one. Your confidence will put the cynic at ease and make them
more likely to buy from you.
Once internalized, these 11 points will mesh into an effective sales
strategy. You will begin to think of them not as individual points to
be mastered, but one comprehensive selling technique. They are
designed to compliment each other and give you a thorough footing for
selling to those who are naturally doubtful about you and your
service. Master them and win!
About the author:
Vicky Therese Davis, William R. Patterson, and D. Marques Patton are
co-authors of the acclaimed business and personal finance National
Bestseller, THE BARON SON: VADE MECUM 7. Vicky Davis is Founder and
Chief Executive Officer of Indulgence Jewelry Corp. William Patterson
is Co-founder and Chief Executive Officer of the Warcoffer Capital
Group, LLC. D. Marques Patton is Co-founder and President of The
Warcoffer Capital group, LLC. To receive their breakthrough book and
over $3,631 in FREE success gifts, visit:
http://www.baronseries.com
This article may be reprinted in its entirety without permission.
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